Mental Health Foundation NZ
Our work | Community Fundraising
The challenge
Mental Health Foundation of New Zealand partnered with Bigfoot Fundraising to launch and then scale their peer-to-peer fundraising campaign: The Mullet Matters. The goal in 2023 was to create a culturally relevant, high-engagement challenge that could attract new supporters, spark conversations about mental health, and raise $100,000 for vital resources. In 2024, the challenge was to build on that success - improving efficiency, increasing registrations, and driving stronger fundraising outcomes year-on-year.
The solution
Bigfoot led the planning, digital strategy and paid social execution across both years, working closely with MHFNZ and creative partners to bring the campaign to life. In 2023, we built the Raisely campaign site, developed the paid social acquisition and lead generation strategy, and continuously optimised budgets, audiences and creative throughout the campaign phases to maximise registrations and participation.
In 2024, Bigfoot applied learnings from year one, doubling down on high-performing creative formats, refining audience targeting, and introducing matched giving activity to accelerate donations. The Meta program balanced registration growth with donation-driving activity, ensuring the campaign scaled both participation and revenue while maintaining strong cost efficiency.
The impact
In 2023, The Mullet Matters exceeded expectations, raising $129,881 — $29,881 above the $100,000 target, while generating 484 registrations at a $61.54 CPR, reaching nearly 800,000 people and driving exceptional community engagement across social channels.
In 2024, results improved significantly again. The campaign delivered 680 registrations at a $56 CPR, drove 790 purchases/donations, and generated $168,000 raised overall, with Meta activity achieving a 0.78 upfront ROAS (including matched giving). Year-on-year, the campaign not only grew in scale and efficiency but cemented The Mullet Matters as a standout, repeatable peer-to-peer fundraising platform for MHFNZ.
Next steps
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